Content Creation: 10 Useful Tips

By: Jozefien Verhaeghe

April 23, 2013

community management
content creation
content planning
content strategy
social media content

Community management: a series of blog posts – part 4

Previously on “Community management: a series of blog posts” (read with a cool voice-over please):

In our previous posts, we convinced you to invest in Community Management (no arguments, you are convinced). Then we showed you how to get started by explaining the basics: how to create a channel and content strategy. But now it’s time to really get to the heart of Community Management and create the actual content.

Content creation: useful tips

Creating content is generally the most fun part. Although it’s not always easy, you’re halfway there if you keep these tips in mind:

  1. Use variation in your content. This guideline applies on various levels. First of all, make sure you have a good mix of content types (e.g. mix call-to-actions with non-commercial posts, contests, industry news …). Lots of brands follow the ’70/20/10 rule’: 70 % of your content has to focus on your fans’ needs and interests, 20% should be user-generated content, and only 10 % of the content should explicitly promote your own brand. This is just a guideline of course. Every brand has to find their own sweet spot.
  2. Use variation in the presentation of your content: mix videos with regular status updates, photos, polls, etc.
  3. Adapt your content to the specific platforms. Nothing looks sillier then asking your G+ fans to ‘like’ your post. (And yes, there are users on G+… It just takes some time to find them.)
  4. Be up to date: you will quickly be considered an ‘old-fashioned brand’ when serving your audience outdated content.
  5. Keep an eye on trending topics and/or use relevant hashtags. You can find these for instance on Twitter and Google+ and possibly reach new fans through them.
  6. Don’t focus too much on yourself. People often dislike brands that only talk about themselves. If they wanted to see nothing more than brand-related posts, they would just visit your website. A good tip here is to make a list with useful sources where you can find inspiration for non-commercial  postings.
  7. Test before you post something. Every platform has its own features, so it’s wise to create accounts on which you can try out the different possibilities.
  8. Know your audience, and select a tone of voice that suits them AND your brand. Nothing makes a brand look faker than using slang just because their audience happens to be young.
  9. Go for engaging posts. Try to write posts your fans want to respond to and share with their friends. You can do this in various ways: by asking questions, creating an added value by give-aways…
  10. Be grateful for your fans’ loyalty and put them in the spotlight from time to time. You can do this by sharing customer success stories and user-generated content, giving shout-outs (this is just a fancy term for putting a fan in the picture; “I want to give a shout-out to X because she …”), etc.

Print out this cheat sheet and you will create the best content your audience has ever seen! Bear in mind that the moment of posting for this content should not be chosen randomly. Plan your content wisely and you will reach and engage a much larger group of people. More on this in our next blog post!

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Community management: a series of blog posts: